Finding the right balance between national brand consistency and local relevance is a constant challenge for franchise marketers. Every franchise location operates as an independent business, but customers expect a similar experience no matter where they engage with the brand. This means marketing efforts must be both scalable and adaptable, delivering messaging that feels personal and localized while staying true to the brand’s identity.
That’s why email marketing remains one of the most effective tools in a franchise marketer’s toolkit. It’s direct, cost-effective, and, most importantly, highly customizable. Whether promoting new products, offering location-based deals, or nurturing long-term customer relationships, email helps franchises communicate with their audience in a way no other channel can.
And the best part? The numbers prove just how powerful email marketing can be for franchises looking to increase engagement and drive sales.
Why email marketing works for franchise marketers
Franchise businesses thrive on scalable systems, and email marketing is the perfect fit. It allows for personalized, localized messaging while maintaining brand control.
Recent data from an ActiveCampaign report confirms just how valuable email is for franchise marketers:
- 87% of franchise marketers send emails at least weekly, with nearly 40% emailing their audience daily.
- 90% say email is effective for driving results like engagement, lead generation, and sales.
- 73.4% use email for promotional and discount campaigns, making it a key driver of revenue.
Unlike social media or paid advertising, email provides a direct line to customers, allowing franchise marketers to communicate without relying on ever-changing algorithms. Plus, it’s a channel that customers actually want to engage with. Research shows that people still prefer email for brand communication, especially when it comes to exclusive offers, product updates, and personalized recommendations.
The power of personalization
One of the biggest challenges for franchise marketers is making email content feel personal and relevant across different locations. A staggering 98% of franchise marketers believe personalization is important, and 72.8% say it’s "very important."
But personalization goes beyond adding a first name to an email. Top-performing franchises are using:
- Location-based offers to tailor deals and promotions to specific markets.
- Customer behavior data to adjust email timing and content, with 68.4% of marketers leveraging this approach.
- Product recommendations based on past purchases or interests.
Despite the clear benefits, personalization at scale remains a challenge. 34.4% of marketers cite it as one of their biggest frustrations. The good news? Automation is making it easier to deliver customized messages efficiently.
Automation unlocks email success
Franchise marketers are busy, often working in lean teams managing multiple locations. That’s why automation is a game-changer. The report found that 85% of franchise marketers consider their automation tools at least "somewhat effective," with nearly half rating them as “very effective.”
Automation helps franchises:
- Scale personalization efforts without extra manual work.
- Deliver timely, relevant content based on customer behavior and preferences.
- Increase efficiency, with most marketers able to create and launch an email campaign in 1 to 6 hours.
And the results are clear: 75% of marketers who use automation report their email marketing as "somewhat effective" or "very effective." Those who don’t? They’re far more likely to struggle with engagement.
The bottom line
For franchise marketers, email marketing is more than just a communication tool—it’s a revenue driver, a customer engagement powerhouse, and a way to maintain strong brand consistency across multiple locations. The ability to deliver personalized, high-impact messaging at scale makes it a must-have in any franchise marketing strategy.
However, not all email strategies are created equal—the most successful franchise marketers use automation, segmentation, and customer behavior insights to optimize their efforts. Want to see exactly how top franchises use email to drive engagement and sales?
Dive into the data and download the report above.
